Insider Media about NENYA

Insider Media about NENYA

Ukrainian refugee behind clothing brand to appear on Dragons’ Den - previously named Insider 42 Under 42

The founder of a clothing company who came to the UK to escape the war in Ukraine will appear on Dragons' Den next week having been encouraged to apply after being named as an Insider 42 Under 42.

After everything in the war, from her livelihood and business, Yana Smaglo arrived in the UK with just a backpack and her laptop. 

Supported by Yorkshire businesses, she launched fashion company 'Nenya', meaning 'motherland'.

Nenya now showcases Ukrainian fashion across the world, selling in more than 120 countries and with a turnover of ÂŁ120,000.


(l-r): Yana Vykhystiuk, Antonia Kinlan, Claire Strachan and Yana Smaglo in front of Dragons Peter Jones, Steven Bartlett, Deborah Meaden, Sara Davies, Touker Suleyman (image credit: BBC)

Smaglo, who was named as an Insider 42 Under 42 in 2024, said: "I have been incredibly lucky with the support for my new company over the last couple of years, and I am extremely proud of everything my team in Yorkshire have helped me to achieve. I still have even bigger dreams for Nenya, and having created a livelihood for myself, would like to employ other refugees to give them the same support and encouragement that I have benefited from. 

"I have struggled gaining additional investment for my company as a result of the visa situation for refugees, so when I was asked to consider applying to go on the show after being named as a 42 Under 42 in Yorkshire Business Insider magazine, it felt like another amazing opportunity.

"It was an incredible experience doing Dragon's Den and we had a brilliant time. I can't wait to see it on the television next week. It was fascinating meeting other applicants and a real atmosphere of entrepreneurialism throughout the filming. Actually going through the grilling from the Dragons is an experience like no other."

The show will air on Thursday 23 January at 8pm, with Smaglo accompanied, and still supported, by two of the original team who helped her set up the company.  

Project leader Antonia Kinlan said: "We are so proud of how far Nenya has come, and the determination and resilience shown by Yana is so inspiring. Having pulled together Yorkshire businesses to help to support Yana and launch the company, we had an amazing team creating her branding, PR, legal support, and business connections – all free of charge, purely to help Yana get on her feet. 

"Combining Ukrainian fashion with true Yorkshire grit, we are proud of everything the team has achieved, and can't wait to see what 2025 will bring."

PR manager Claire Strachan added: "This is the next stage in Yana's journey and the Yorkshire press have also supported her throughout to get to this point. We are very excited to be showcasing Nenya on national television and look forward to the reaction to Yana's significant achievements. To go from arriving in the UK with nothing, to where she is now, Yana is truly a credit to her country, and her support for those still there is remarkable."

Read more: https://www.insidermedia.com/news/yorkshire/ukrainian-refugee-behind-clothing-brand-to-appear-on-dragons-den-previously-named-insider-42-under-42
Back to blog